B2B Sales Guide: 5 Tips for Mastering B2B Sales

B2B sales is an abbreviation for business-to-business sales. B2B sales professionals target both small businesses and large corporations in their lead generation and sales funnel processes. Because they target business employees and stakeholders as opposed to consumers, B2B salespeople must employ customized strategies that respect a company's decision-making and buying processes. The B2B sales process stands in contrast to the business-to-consumer sales process wherein salespeople target retail consumers as potential customers. B2B companies offer a wide array of goods and services to their business clients. The offerings a B2B sales team might offer to its clients include: - __Professional services__: The B2B sales pipeline regularly involves services such as insurance, market research, corporate consulting, accounting, and real estate management. - __Raw goods__: In the manufacturing sector, B2B selling might involve raw materials like lumber, metal, and cement. - __Digital software__: Many B2B buyers source [CRM](https://www.masterclass.com/articles/crm-databases) and content management software from third parties, rather than developing them in-house. - __Products for a company's employees__: Many businesses need products and services to handle the needs of their own employees. Offering commercial real estate, catering, and rental equipment may be part of a B2B sales strategy. To ensure success, a B2B sales force must understand the specific needs of a corporate client—which are not the same as those of an individual customer. Here are some B2B sales techniques to help convert qualified leads into actual sales. 1. __Connect with decision-makers__. A successful B2B sales rep forms relationships with managers at their clients' companies. That's because those managers tend to be the people who make purchasing decisions. Sales and marketing teams can't waste their time prospecting on employees who have no purchasing power, so find a way to speak to managers who actually make buying decisions. 2. __Prepare for cold calling__. While many marketers dread [cold calling](https://www.masterclass.com/articles/how-to-make-a-cold-call), this form of outreach is a key part of sales enablement. Businesses that truly need the goods and services you are offering may respond well to a marketing call. Mentally prepare to cold call strangers, and follow up as needed. It's the bold marketers who end up closing deals. 3. __Practice your sales pitch__. One of the most effective sales tools a marketer has in their arsenal is a clear, concise sales pitch. Rehearse your [sales pitch](https://www.masterclass.com/articles/how-to-make-the-perfect-sales-pitch) many times before you start calling potential customers. 4. __Know your potential client__. The best B2B sales reps take time to research their potential clients. They understand prospect’s pain points as well as a [price point](https://www.masterclass.com/articles/how-to-price-a-product) that might work for them. This lets them enter a sales relationship with potential solutions that feel customized to the business customer. 5. __Prepare for longer sales cycles__. The typical B2B sales cycle is not the same as a business-to-consumer sales cycle. Businesses typically require far more internal touchpoints in their decision-making process. Other companies only make purchasing decisions at specific points in their fiscal year. Be patient and respect your client's custom needs. Become a better communicator with the [MasterClass Annual Membership](https://www.masterclass.com). Spend some time with Daniel Pink, author of four *New York Times* bestsellers that focus on behavioral and social sciences, and learn his tips and tricks for perfecting a sales pitch , hacking your schedule for optimal productivity, and more. While some businesses specialize in selling goods and services directly to consumers, other companies use a business-to-business model.